leslie townsend - festival of new mr - 2014

The Fes'val of NewMR 2014 would not be possible without our sponsors. Thanks to:

Our Pla'num Sponsor for 2014

Silver Sponsors

Session Sponsors

Media Partner Fes'val Supporters

•  Schlesinger Associates •  GMI •  krea

The Fes'val of 2014

Leslie Townsend, Kinesis Survey Technologies, United States Festival of NewMR, December 2014

Keeping Pace with the Mobile World Some Reali'es, Some Predic'ons

2014 Pla9num Sponsor

Leslie Townsend Co-‐founder and CEO, Kinesis Survey Technologies United States


Unintentional Mobile Respondent

Micro-Polls

Location-based, Event-based triggers

•  Project may or may not be Mobile Enabled/ op9mized

•  A greater considera9on of this respondent pool is

required

•  Require or are best implemented with an app

•  Essen9al with beaconing and wearables

•  Favorable for other non-‐recruited app approaches

Mobile Segments


Mobile IS Traditional

50% of our US Traffic is Generated by mobile

15% - 25% of DoI panelists are

recruited via mobile

Testing for mobile is no

longer an option It’s a

REQUIREMENT


Marketing Technology

Social Media

Big Data

Analytics

Mobile

Investing in Mobile


Predicting the Future of Mobile


Prediction One: Beaconing

Wait? What are beacons? •  Beacons capture locations of consumers within a retail environment

•  Different and more localized than geolocation services, geofencing, and geotracking

•  Uses a small Bluetooth-enabled device to Interact with a consumer app

•  Promotions •  Rewards for checking out new products •  Additional product information •  Capture customer feedback

Communication could include:


Text Box

Prediction Two: Apps versus Browsers

•  Ongoing development and maintenance •  Development can be married across devices

•  Less Flexibility/greater 9me to deployment

•  Higher comple9on rates rela9ve to browsers

•  BeRer suited for longitudinal/tracking projects

•  Access to greater func9onality

•  Control the experience

•  Incopora9on of geotracking, passive metering, And other behind-‐the-‐scenes data collec9on

•  Deploy within minutes/hours

•  Higher dropout rates rela9ve to app

•  Ideal for many project types

•  Browser can manage MOST things

•  Experience will differ from browser to browser

•  Clumsier implementa9on via the browser


Prediction Three: Customizable Experiences

Respondents will be given greater control over the communications they receive


Prediction Four: Value Proposition

Content and technology venders will have a leg up in data collection

Devices and content will become the reward for collecting data,

even if consumers must pay for them.


Prediction Five: User Experience

TESTING

CONSISTANCY &


Prediction Six: Wearables

Full integration between devices


Conclusion


THANK YOU

2014 Pla9num Sponsor

Leslie Towsend Co-‐founder and CEO, Kinesis Survey Technologies United States

The Fes'val of NewMR 2014 would not be possible without our sponsors. Thanks to:

Our Pla'num Sponsor for 2014

Silver Sponsors

Session Sponsors

Media Partner Fes'val Supporters

•  Schlesinger Associates •  GMI •  krea

The Fes'val of 2014

leslie townsend - festival of new mr - 2014

Marketing

browser leslie townsend

requirement leslie townsend

fesval of newmr

mobile world

mobile testing

app ideal

app essen9al

greater control